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Start with Why: it’s all about Purpose

purpose

The notion of companies having a meaningful purpose isn’t new for marketers but the need has never been greater. And “It’s just not about what you stand for, but what you are prepared to take a stand against” BBD COE Jason Foo explaines in his interview with Creativepool.

“You need to be brave and take sides in an argument. There are macro cultural forces and you need to decide where you stand if you want to really matter to your consumers”.

Foo noted that Starbucks’ reputation score got the second highest weekly rise on YouGov’s Brand Index of the biggest fast food and drink brands after the company took a stand against President Trump’s travel ban, announcing that it would hire 10,000 refugees over the next five years.

Another example is clothing brand SKINS which successfully disrupted through its brand purpose, “Fueling the True Spirit of Competition,” and fighting to give every athlete an equal chance to get to the starting line. He revealed how this has led to SKINS combatting corruption, racism and homophobia on and off the field of play.

“Be as pioneering in your purpose as you are in your technological disruption. Then you will create a business that people will not only notice, but truly love.”

Read the whole interview here

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Google’s latest project: Improving city life

Screen Shot 2016-07-25 at 15.51.43

Google’s products are designed with the goal of improving your digital life, but the company now wants to help city dwellers IRL with Sidewalk Labs.

Sidewalk Labs’ website described itself as an “urban innovation company” with a “focus on improving city life for residents, businesses and governments.” read more here.

 

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Case: How electronic health records can work better for patients and providers

PGD
The last couple of months, I worked as lead facilitator of the Philips HealthSuite Lab together with the Dutch Ministry of Health and several health providers and e-health firms to make electronic health records work better for patients and providers in the Netherlands. The following video of NPCF MedMij proudly looks back on this project and the three intense and successful workshop days

Update: see how the project evolved in this future forward e-health coalition

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Her story

A couple of years ago Trndmrkr wrote a trend report and gave lectures about a new female narrative -about the changing mindset and empowerment of women . Today, this shift towards a more femine mindset is expanding world wide. JWT has finalised research spanning nine countries – including the US, the UK, Saudi Arabia, Brazil and China.

The living research, known as the Female Tribes campaign, includes interviews with 4,300 women between the ages of 18-70. Setting out to “change the conversations brands have with women”, key findings from the report include:

76% believe there has never been a better time to be a woman
58% said role models in TV or film have inspired them to be more assertive or ambitious
74% said their work is linked to their sense of self
86% said that femininity is a strength, not a weakness.

See more on how female mindsets are changing in the documentary Her World

RefL JWT, Stylus

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servdes2016_cover4

Tomorrow ServDes, the Service Design and Innovation conference, will start in Copenhagen. It is the premier research conference for exchanging knowledge within Service Design and service innovation studies.  Since I’m working in Denmarks capital this week, I am going for a quick visit and doing some trend scoping as well. If you will be there let me know. For those not able to attend,  this paper is an interesting read of what Service Design topics will be discussed. I especially liked the “Chaos generation managed through design thinking: A task model for the design professional”.

Source: ServDes

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Design Thinking- The Movie

Design Thinking Documentary

Just got a glimpse of the new documentary: Design & Thinking
I’m curious how this documentary explains the journey and can add to a more professional crowd- aka my learnings of at least 10 yrs of putting DT into practise.
If you are in Berlin check out the screening at ITR8 or check the website:
designthinkingmovie.com